Journal article
Multiple-Category Decision-Making: Review and Synthesis
Marketing letters, Vol.10(3), pp.319-332
08/01/1999
DOI: 10.1023/A:1008143526174
Abstract
In many purchase environments, consumers use information from a number of product categories prior to making a decision. These purchase situations create dependencies in choice outcomes across categories. As such, these decision problems cannot be easily modeled using the single-category, single-choice paradigm commonly used by researchers in marketing. We outline a conceptual framework for categorization, and then discuss three types of cross-category dependence: cross-category consideration cross-category learning, and product bundling. We argue that the key to modeling choice dependence across categories is knowledge of the goals driving consumer behavior.
Details
- Title: Subtitle
- Multiple-Category Decision-Making: Review and Synthesis
- Creators
- Gary J. RussellS. Ratneshwar - University of ConnecticutAllan D. Shocker - San Francisco State UniversityDavid Bell - University of PennsylvaniaAnand Bodapati - Northwestern UniversityAlex Degeratu - Pennsylvania State UniversityLutz Hildebrandt - Cal Poly HumboldtNamwoon Kim - Hong Kong Polytechnic UniversityS. Ramaswami - Hong Kong University of Science and TechnologyVenkatesh Shankar - University of Maryland, College Park
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.10(3), pp.319-332
- DOI
- 10.1023/A:1008143526174
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Publisher
- Kluwer Academic Publishers
- Language
- English
- Date published
- 08/01/1999
- Academic Unit
- Marketing
- Record Identifier
- 9984380442702771
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